A quantitative investigation of students' attitudes towards electronic book technology

Date

2020-09-01

Author

Bulur, Hatice Gonca
Gonul, Mustafa Sinan

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The purpose of this study is to analyse the factors that have an impact on technology adoption for e-books utilizing the Analytic Hierarchy Process and Multiple Regression Analysis methods. Findings indicate that perceived usefulness and ease of use are the most significant determinants in using e-books. Of key significance is that Analytic Hierarchy Process results show that consumers make pairwise comparisons, adding environmental concerns to the selection process. Recognizing the importance of all these factors is valuable to e-book developers and marketers in presenting products that meet all consumer choice criteria. The Analytic Hierarchy Process provides researchers with a more thorough decision-making analysis.

Subject Keywords

Library and Information Sciences

URI

https://hdl.handle.net/11511/43355

Collections

Department of Business Administration, Article